MAD PR Skills

So now that we at Big have been able to recover from RFP land, I have been able to catch up on my twittering and RSS reading. Glad I had time to today, because a fascinating case in corporate PR and blogger relationships was being discussed.



Turns out that MAD magazine did a spoof on Circuit City and their prices. An executive at Circuit City took offense and demanded all MAD magazines pulled from store shelves. Thankfully, a PR professional at Circuit City, Jim Babb, recognized the reputation disaster that was brewing and took it upon himself to reach out to the bloggosphere directly via the consumerist.com. As pointed out by Ben Poken, a consumerist blogger, Babb used PR 101 to address the issue.

Let's evaluate it on the 3-step system for fixing corporate gaffes:

1. Admitted they were wrong
2. Stopped doing the wrong thing
3. Made a material gesture of apology

What is relevant and awesome about the way Babb handled this is not just that he followed the correct PR-response protocol, but that he did so online, immediately, and with a sense of humor. This didnt feel like a 'company issued statement', it felt like a conversation, which is what 2.0 PR is all about.

Bravo to Jim Babb for his mad pr skills.

Oreo - Dipping Ambient Media into Online Video

I love this example of ambient media. Not only is it visually clever, but the placement makes sense. In the middle of a crowded mall, where shoppers are likely to be getting hungry and thirsty.

Now Oreo has also gone one step further and added a video on you-tube. Giving the image even more reach. It's a great example of taking an idea you are already implementing and giving it longer legs - WHILE staying true to your brand.



My favorite is the guy rubbing his belly while looking at the Oreo.

Yes, Virginia, there will be a job in Marketing.

The Quote of The Day is from PR Social Media guru Todd Defren.

Yes, Virginia, there will be a job in Marketing.

In his post yesterday he addresses a question that many in the industry keep asking- What does the future of PR and marketing hold now that social media keeps gaining in popularity? He reassures us that the industry will still exist, BUT it must adapt in order to so.

I recently attended a Web 2.0 conference in NYC and that was one of the most resounding themes of the event. Adapt or die, but do so with sound strategy. You cannot just take traditional advertising methods and insert them into new media outlets. That's not adapting, thats just a matter of location change.

While the high level themes for PR and Marketing still hold true

- begin with relationships
- create solid engaging content
- stay true to your audience and client

the methods of delivery and messaging are changing.

It is our job to learn as much as we can about these new media opportunities and adjust accordingly. Not just to share tips with our clients and coworkers, although that is fun and rewarding. And not just so we can say we are up on the next big thing - plurk we're looking at you. We should do so based on our own innate desire to communicate effectively. As PR/Ad professionals our number one priority is communication and if the language is evolving, we need to adapt as well.

Moose Crossing

I'm a huge fan of ambient marketing. Give me a giant IN box or inflatable smog cloud in a crowded unexpected spot any day. Glad I don't live in Boston, because most likely I would have been arrested in cahoots with the 'bomb threat' cartoon network story of old.

BUT. BUT.

That kind of grassroots initiative has its time and place. As much as I wish I could get every client to use well placed bar coasters and voodoo dolls (love me some Atrox Factory) it isn't always the right thing to do. Lots of factors to consider, target audience, brand personality, timing, etc.

BhamTerminal recently posted this update on the RBC's (Royal Bank of Canada) new Moose Crossing signs in downtown Birmingham. (note for any non-Birminghamians: RBC recently bought locally owned First American Bank)

Get it? Moose. Canada. Royal Bank of Canada. Hilarious right?

A bank merger is a pretty serious thing, so while part of me gives them props for trying to lighten the mood, the National Bank of Commerce > First American Bank > RBC customer part of me is a little irritated. This hasn't been the smoothest merger, and I'm sure it's likely to get bumpier. This is the 2nd time this bank has switched names in the past 5 years. My 3rd check card. My 3rd credit card. and probably my 3rd time to update my internet banking login.

I know as an advertising professional I should have a sense of humor about this, but I also have to wonder if they truly took into account their target audience. Birmingham has lost the majority of its locally owned banks to foreign and national take overs, and many people are pretty sensitive about the matter. There have been hundreds of financial layoffs over the past 5 years, and this is one local account holder who isn't ready to laugh about it yet.